As someone having worked on both sides of the table, both in news and magazine organisations as well as a record label trying to capture the attention of an editor in a fierce competitive world, It is important to remember that in addition to the story, a great picture might be the asset that makes your story stand out.
Different magazines, newspapers and blogs online have different formats. Some prefer the pictures to be portrait while some prefer the pictures to be landscape photos. Landscape photos are images that are wider than it´s tall shot in a horizontal orientation. Portrait photos are images that are taller than it´s wide and shot in a vertical orientation.
To make sure you are getting as much out of your press release as possible, always give the editor at least two options, one which is landscape and one which is portrait format.
A good way to make sure you have both kind for pictures from the shoot is to actually shoot most of the pictures as landscape images. These can easily be cropped to fit any format in the afterwork.